Liberator Medical signs CMedia

Liberator Medical Holdings has selected Portland, OR-based Respond2Communications and its media planning and buying division CMedia to help with national DRTV for Liberator Medical Supply, a direct-to-consumer provider of medical supplies. Respond2 is the largest privately held DRTV agency in the United States.

"We're dealing with Respond2 because it's a little bit more on the media planning side," said Paul Levett, VP of marketing at Liberator Medical. He added that Libertor planned to have high involvement in the creative for the campaign and would welcome input from Respond2.

After an advertising career in New York, Levett came out of semi-retirement to bring his experience to Stuart, FL-based Liberator. He will help guide the creative for the campaign. In the '80s, Levett shot commercials with the film director John Huston, the voiceover talent for the now-defunct Exxon Office Systems.

Levett added: "Everyone said he wouldn't do advertising but I got him to."